IKEA starts a new year of communication characterized by surprise and freedom. “Surprise yourself every day” is in fact the slogan around which all activities starting from September 18, the date on which aired the first institutional commercials titled “My Way”.

The inspiration for the new strategy, the life that every day takes place in the privacy of our home. More the world out there asking us, with increasing insistence, the omologarci to more established models becomes necessary carve an oasis where we can feel free to be and do what we want in the privacy of our homes.

For this, thanks to its democratic design, IKEA allows everyone to live their home, as they see fit, free of impositions, prejudices or expectations.